Lux is a personal care brand owned by Hindustan Unilever that was launched in the UK in 1925 and expanded to India in 1929. It has established a long heritage in India through its association with Bollywood stars. The brand uses the Kapferer brand identity prism model, which considers the brand's physique, personality, culture, relationship, self-image, and reflection qualities. Lux markets itself towards middle to high income groups and uses celebrities, innovative products and packaging, and promotional campaigns to appeal to women of all ages and socioeconomic segments across India.

1. By
G.SAI SOWJANYA
2T3-17 (NRP)
CASE PRESENTATION
ON
“LUX SYMBOLIZING BEAUTY”

2. • LUX: FMCG product- Personal care segment-
1925 in UK.
• Brand of: HUL
• Enlighten women about power of beauty
• 1929 expanded to India
• Long Star-studded heritage
• Overcome the Challenge of appealing from
young and old, Sec A to Sec E across the length
and breadth.
CASE FACTS

5. KAPFERER MODEL
Externalization-The
social face
Internalization-The brand
spirit
Brand
source/sen
der
Physique
• Soap wrapped with
logo
• Plastic bottles
Personality
• Soft skin
• Fragranced skin
• Fair skin
• Gentleness to give glow
Enabler-
Bridges the
gap
Relationship
• Functional and
Emotional platform
Culture
• Wide range of oils,
perfumes making
women to mesmerize
her partner.
Receiver/re
cipent
Reflection
• Image of “Soap for
stars”
Self-images
• Soft skin, looks young
caressing women’s body
PRISM of
LUX

6. Bollywood beauties:
• Maintain the market dynamics- leading ladies
of the silver screen times.
• Mounting strong relationships with customers
from all sections.
• Innovate its product and packaging by using
young and vibrant colors and celebrities.
• Repositioned: 2010-It showed a gender split
by Shah Rukh Khan promoting the brand.
BRAND STRATEGY

7. • Price: Middle and High income group
• Product: Different Variants
• Place: Distribution Channels
MARKETING MIX

8. Promotion:
• LUX Gold star offer-Year 2000
• 2009 sales were decline.
• To increase the sales the couple advertisement
was started to increase the sales from the
small-town housewife's.
• LUX Perfect bride-Star plus
• Events and contests were hosted to relate
customer's feelings.

9. THANK YOU